The 3 essential layers of a Marketing CRM integration

If you do CRM as part of your Marketing mix, you gotta know this one by heart.

Many people have this image that an integration of a Marketing CRM tool as one big rock. That couldn’t be less true, though, as it’s much more layers of the same cake.

Having the wrong mental framework around leads to multiple issues, from failing to communicate expectations properly to poor/incomplete integrations. I’ve seen way too many companies that struggle on getting value from their CRM operations simply because the teams can’t rely on the data they have there.

So let’s start changing that today. Here are the three fundamental layers of a CRM integration you need to know:

1. The SDK: a code snippet that goes into your website/app. It’s responsible for sending information about the user’s device, its location, visited pages, etc. On apps, the SDK also handles push notification opt-ins, for example.
2. The Events: key actions your customers take at your website. Every button, form, or element the user interacts with can be an event. Events are primarily used to track conversions.
3. The User Properties: everything you know about your customers can help you segment. That’s the most neglected layer, but it’s an instrumental one as it’ll allow you to cluster your users into different segments like personas.

I’ve made this simple drawing to try to illustrate it (feel free to share it with someone who needs this):

You might want to watch this walkthrough video I’ve made showing my process of how I craft email sequences from scratch on this link (automatic subtitles available)

Next steps for my ASO course

I’ve been giving it a thought, and I realized that it’d be cool to start putting stuff on paper and share it with others to get some feedback. So here’s what I’m thinking:

• I’ll make an English version of it
• The current lessons will be fully tweaked and revised
• I want to add at least 3 new modules with 2-3 lessons each, making it the most detailed ASO course out there. I want to go deep in advanced topics such as: Internationalization, Advanced Keyword Research (with a brand new Excel template), Leveraging App Indexing and Spotlight Search, Leveraging In-app Events, Bundles, and Benchmarks, How to get featured, CPP and PPO testing… There’s some little things as well, but those would be the big rocks.
• Then I also want to add an introductory module for those new to Marketing or the App Industry.
• I might do live cohorts this time.

Launching a course was of one the most fulfilling experiences I’ve had in my career so far. It’s so interesting: you put stuff on paper,  some people learn from it, their lives get slightly better as a consequence, and then they come to you to talk about it. It’s kinda insane, tbh. So my end goal is to simply hear more testimonials like these for next time:

Then, the question is: would you take this course? Or maybe you know someone who would? Or maybe you’d at least help me spread the word? Hit reply and let me know. That might be the spark I need to get stuff moving 😉

📹 Videocast: Alex Hormozi interview at Modern Wisdom

I found a lot of gems in this episode despite the fact that I notice that Alex tends to benefit a bit too much from hindsight. Still, I enjoyed their conversations. Some stuff I’m taking with me:

• “This is what hard feels like”: you NEED to hear this story (34:40)
• Measuring your success by comparing yourself to your parents
• Balancing success and feeling content
• Avoiding the shiny object syndrome

💬 Tip from the book “The Great CEO Within”

“Get two highlighters, pens, or pencils of different colors (red and green are ideal, but any will do). Print out the last week of your calendar when you were working.

Go through each workday hour by hour and ask yourself, “Did that activity give me or drain my energy?”.

Highlight those that gave you energy in green, and highlight in red those that drained your energy. There are no neutrals; every hour must be marked one color or the other.

When finished, look for patterns of where and how your energy is drained. Now think of ways to outsource or eliminate those activities.”

Resurfaced using Readwise

🛠️ [AI] Tools I’m playing with

This person does not exist: although there are certainly fancier options out there, this is an ok solution in case you need to generate a face without paying for it. Or, if you’re willing to invest a bit more, you can give this other one or Fotor a try.